Healthcare: Times are changing for psoriasis sufferers

Pharma firm LEO asked Spink to create a platform on which to launch Dobovet Gel, a treatment for psoriasis sufferers.

Dobovet gel: Helping psoriasis sufferers
Dobovet gel: Helping psoriasis sufferers

Campaign: Psoriasis - Time for Change
Client: LEO Pharma
PR team: Spink
Timescale: November 2011-October 2012
Budget: £68,000

 

Objectives

  •  To reach psoriasis patients via creative channels
  • To empower patients to review their treatment regime.

Strategy and plan

Spink conducted a survey that revealed 39 per cent of people with psoriasis were not on prescribed treatment and 47 per cent did not feel confident in their GP's management of the condition. A web resource - morethanpsoriasis.co.uk - was developed to provide information on lifestyle topics and access to patient and expert 'video logs'. These were hosted on YouTube and seeded on relevant websites and blogs.

The Psoriasis Association backed the campaign.

Measurement and evaluation

The campaign generated more than 250 pieces, including in the Daily Mail, Daily Mirror, Prima and Good Housekeeping, and was mentioned on C4's Embarrassing Bodies.

Results

In the first two months of the campaign, the website reached number one in 'psoriasis' Google rankings. It attracted 12,500 unique visitors and more than 34,000 views on YouTube. New prescriptions for psoriasis treatments rose by 11 per cent in 12 months.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.